Strategy

There’s an age old Indian saying – Prosperity grows when you share it with others. 

This was especially prescient in a year like 2020 and served as our strategic plank. To tell a story of what a lot of people in India were doing, which is, they were coming together and selflessly going the extra mile to be there for others. 

Often by harnessing, the power of Facebook to amplify the good within us for the greater good. Facebook has always believed in the power of people and connections at scale. That power, we continue to believe, can be leveraged for a variety of reasons.

Creative idea & execution

The idea behind the campaign was that many people have faced difficulties in this period in different ways. However, that has not taken away people’s spirit to do good for others, which is why people relate to the film. Almost everybody has endured varying degrees of struggle this year. And yet, a lot of us have also managed to do good for others.

The opening sets up both the gravity & the largeness of what Pooja is trying to accomplish. She isn’t a mega-rich business owner. But she believes she can do some good, even if it means stretching herself and her resources that get much thinner and she goes all in. It’s this selflessness even in the face of adversity and even at the cost of losing a lot is what sets up the story for the viewer. 

One of the challenges faced in making the film was the time constraints as the festival of Diwali cannot be pushed, and setting up the feeling of lockdown near the festive season. The story of the film spanned about 6 months and the production team had to recreate the atmosphere of the early days of lockdown. March right up to the buzz of pre-Diwali days, all this keeping the strictest testing and safety protocols in place.

Cultural context

Diwali, the ultimate festival of prosperity upon us, we knew we had an opportunity to tell an extraordinary story that spoke to the moment. 

After all, 2020 and prosperity simply don’t sit well together. So, the plan was to bring alive the old maxim that ‘prosperity too grows only when we share it with others.’ 

What better time to inspire people to do so than the current difficult one we all find ourselves in the midst of.

Results

As a result, it broke the internet in India. Drove 230K reshares, 60M views on facebook. 65M views of which 900k organic, 25K reactions, 84% of likes on Youtube and celebrated by 36 media exposures across leading mainline & marketing media, global advertising publications, and influencers in India and overseas. 

The ad was picked up by wide range of news channels. Positive social sentiment shot up during the campaign period. The film went viral on Twitter a day after the release, on top ten India trending topics for over 12 hours followed by whole bunch of emotional reaction videos from Pakistani YouTubers, which in turn also went viral.